As brands continue to shift toward social-first strategies, creators have become central to how companies build relevance and connect with audiences. Their influence now extends past social media posts into brand storytelling, sponsorships, entertainment, commerce and broader marketing campaigns.

This year's programme is split into two separate events. MatchDay, a Sports Summit, will take place on Thursday, 3 September, followed by the main Africa Creator Festival on Saturday, 5 September, under the theme "Going Pro."

Since launching, the festival has hosted more than 800 influencers and creators, along with over 20 participating brands. Past editions have included masterclasses, panel discussions and networking opportunities for creators and brands to connect directly.

"The creator economy is becoming an increasingly important part of the broader marketing and business landscape," said festival founder Jolene Roelofse. "Creators are no longer simply producing content for brands. They are building communities, shaping culture and developing businesses of their own."

MatchDay: Sport and the Creator Economy

MatchDay will focus on the intersection of sport, fandom and digital media. The summit will bring together sporting bodies, athletes, agents, brands and creators to discuss how digital platforms are changing the way sport is experienced and shared in Africa.

Discussion topics will include the growth of women's sport, athletes as content creators, fan engagement and how sponsorship models are shifting. Heineken and Unilever will offer brand perspectives, while SAFA and NBA Africa will provide insight from within professional sport.

MatchDay will be held at the NBA Africa Offices in the Discovery Building, Sandhurst.

Africa Creator Festival: Going Pro

The main event on 5 September will focus on helping creators build sustainable businesses. Sessions will cover monetisation, audience growth, brand partnerships and the use of artificial intelligence tools in content creation. Masterclasses will be led by industry specialists, including representatives from YouTube and TikTok.

The event will also include a Content Hub, an on-site production space where creators can produce content and connect directly with brand representatives.

The Africa Creator Festival will be held at Focus Rooms in Modderfontein. The event is restricted to attendees aged 18 and older, and pre-registration with a valid ticket is required. Tickets are available through Quicket.